It's Double Eleven again, and the festival campaign with low-price discounts and promotions has entered its tenth year. Whether to buy a coat or a down jacket, stock up on toilet paper or hand sanitizer, the battle-hardened consumers have already made a decision in their hearts. In Weibo, Moments and other public opinion fields, the attention caused by Double Eleven is not as huge as the carnival caused by Alipay's "Koi". As the original creator of Double Eleven, Ali developed new social gameplays such as small black groups to share red envelopes and PK popularity to win energy this year, but they did not form a joint force. Compared with these two ways of playing, it is the 88 VIP membership card of the Ali department that has a sprint to increase points before Double Fax List Eleven, which has caused a wave of forwarding since November 1. On the 8th of every month, the user's naughty value will be dynamically updated. Users with a naughty value of more than 1,000 points can enjoy the one-year service provided by Ali for 88 VIP members as long as they spend 88 yuan. For those users who have not yet reached 1000 points, there is still another opportunity to adjust the naughty value before Double Eleven. "As a member, Ali needs to put money into it." Xiu Xun, head of the 88 VIP membership program. When the 88 VIP membership was just launched three months ago, Alibaba provided these paying users with preferential rights and interests in its businesses including Tao-based e-commerce, Youku, Xiami, and TaopiaoPiao. On this basis, there are more than 300 new Tmall brands that will provide 88 VIP members with a 5% discount on the double eleven day. This project needs to mobilize almost all e-commerce platform resources in the Ali system, and the difficulty of cross-departmental collaboration can be imagined. In the foreseeable future, the time of August 8, like Double Eleven, will become another record of the Ali festival campaign.